Prior to working with iGuide, Ms. Siesfeld was managing editor for Delphi Internet Services and editor of TV Guide Online. News Corp. sold Delphi back to some of its original owners earlier this year. iGuide said hasn't named a replacement yet but intends to, a spokeswoman said.
At Time Inc. Ms. Siesfeld will work on editorial initiatives for Pathfinder, but will also have responsibilities with cable modem service LineRunner and Time Warner's News Exchange interactive TV feature on the Full Service Network. Leaving iGuide, she leaves behind a troubled venture that in the past year went from a planned full-service online network to a small content site on the Word Wide Web. News Corp. had intended to launch an online service with MCI Communications Corp., but that partnership fell apart.
Ms. Siesfeld's challenges at Time Inc. will be very different. Pathfinder is one of the most recognized names on the Web, but the site has been criticized for being bloated and poorly designed. (A redesign, announced Monday, hopes to cure those two problems.) Some have questioned the commitment of Time Warner senior management to the Pathfinder operation; the site, like most on the Web, is losing much more money than it is taking in.
The other two operations, LineRunner and News Exchange, have their own set of problems. LineRunner is now testing in Elmira, N.Y., and is scheduled to expand to Akron, Ohio, and San Diego, Calif., later this year. Although cable modems offer several advantages, such as speedy downloads and audio/video capabilities, the infrastructure to support such systems is far from developed. News Exchange, meanwhile, continues as a laboratory for Time Warner to test interactive TV.